10. Example 1: We need to buy (get) more links: “We need to incentivise brand evangelists” Talk their language
11. Example 2: Our lawyers have told us to remove tracking cookies: “that will hand a commercial advantage to our competitors” Pick your arguments wisely
12. Example 3: Our web agency quoted £50k to update URL structures: “we’re losing £50k quarterly on un-necessary PPC spend” Try and give financial answers
17. Educate Stakeholders: C-Level buy-in to SEO is paramount. Constantly build awareness of free customer acquisition. resource allocation made easy
18. Educate Stakeholders: C-Level buy-in to SEO is paramount. Constantly build awareness of free customer acquisition. If the company is already PPC savvy, leverage “blended” CPA resource allocation made easy
27. Key Takeaway: Work in a Competitive Niche? Find a related one that is less competitive! Extra Eyeballs = success
28. Don't become a parody of a businessman Target semantically related niches engage in arguments you can win Get Shit Done Study what's working in other disciplines Target niche demographics using search terms SEO can be used for brand building Choose a strategy that's relevant Talk Business first, Search Second Align your brand with aspirational search terms Leverage PPC comfort to aid SEO Build awareness Teach Search Evangelise SEO to key stakeholders Key points
29. Thank You! Martin Macdonald, Head of SEO, OMD martin.macdonald@omd.com twitter: @seoforumsorg Get in touch. Its easy!